Coty Moves to Dismiss Squish Beauty Trademark Suit

On July 7, 2026, Coty Inc. asked the U.S. District Court for the Southern District of New York to dismiss Squish Beauty LLC’s April 2026 complaint. The motion argues that Covergirl’s “Clean Fresh Squishy Glaze” lip-gloss line, prominently branded with the well-known Covergirl mark, is unlikely to confuse consumers with Squish Beauty’s registered “SQUISH” mark for cosmetics.

Coty further contends that Squish Beauty is judicially estopped or at least contradicted by its own prosecution history. When the USPTO refused registration of “SQUISH” based on an earlier “SQUISHY” registration, Squish Beauty successfully argued that the marks differed sufficiently in appearance, sound, and meaning to coexist. Coty asserts that Squish Beauty cannot now claim likelihood of confusion arising from “Squishy Glaze.”

The motion also describes “SQUISH” as a weak, descriptive mark already used by multiple third parties in the cosmetics field. Briefing on the motion is ongoing.

Sources: https://www.thefashionlaw.com/squish-v-squishy-lawsuit-can-trademark-owners-have-it-both-ways/ https://www.thefashionlaw.com/squish-v-coty-case-puts-beauty-brand-look-feel-in-the-spotlight/